Giving a Boost to Big Brothers Big Sisters
“The thought and time that Peppered Labs gave to our organization, our goals, culture and future vision was reflective throughout the process of development; and now reflective in the final product.”
—Jenn Bartlett, Executive Director, Big Brothers Big Sisters SW CO
THE CHALLENGE
Underresourced, overstretched, and unclear on how to make all the effort pay off
Like so many nonprofits and small businesses, Big Brothers Big Sisters of Southwest Colorado was working uphill in so many directions, without enough resources to cut through all the overwhelm.
Most importantly, their website did not make things clear for audiences who wanted to donate, buy tickets, and take all the actions that would best help the team bring in more money to have more resources in order to create even more impact towards their amazing mission.
Peppered Labs saw an opportunity to help the team work smarter, not harder.
Here’s how it went:
Main Deliverables:
New beautiful website with clear paths to follow
Clarity of messaging to multiple target audiences
A clear strategic path for future improvements
Key Pain Points to Solve:
Confusing or scattered messaging and unclear positioning
Difficulty articulating brand value in a way that converts
Limited in-house marketing resources or expertise
Misalignment between business goals and marketing execution
To uncover opportunities and solve problems, we run every project through our SPICE framework: Strategy, Positioning, Identity, Clarity, and Execution
Strategy
While a full aesthetic transformation was in order, it was important first to know which stakeholder actions were most important to encourage. Defining primary audiences and creating a clear call to action for each of them, which would eventually happen on the website, began in conversations with team members.
The added benefit of the process was that staff came away better aware of strategic thinking and smart messaging in their own roles, benefitting the entire organization.
Positioning
The work to define primary audiences and their key paths allowed us to build a comprehensive plan that would align the distinct messages to minimize confusion.
Identity
One unique aspect of the project was maintaining the local roots of the Southwest Colorado agency while representing the national brand standards of the parent organization.
The finished website is full of evocative photography coupled with high-impact visuals that tell a clear, compelling story of the impact that Big Brothers Big Sisters generates.
Clarity
Seeing evidence of all their efforts told through the website gave the team at Big Brothers Big Sisters a renewed sense of pride, and confidence that future efforts would lead to meaningful results:
“Our new website is beyond just a new look for Big Brothers Big Sisters of SW Colorado. This website will be opening new doors for us to serve more youth in our community. Our ability to communicate and direct potential volunteers and fundraising dollars to our site provides the support we need as a small, lean community nonprofit organization that has limited staff and time.”
—Jenn Bartlett, Executive Director, Big Brothers Big Sisters SW CO
Execution
A dedicated, passionate team was able to immediately level up their marketing abilities from being led by Peppered Labs’ senior strategist Natalie, and the client feedback speaks for itself:
“Working with Peppered Labs was beyond our expectations. The personal contact and time given to understand every aspect of our organization was not even expected from a contractor. Yet, this ‘contractor’ became a part of the BBBS family and will remain a part of it for a long time as they've contributed such an important aspect to our success: sustainability.”
—Jenn Bartlett, Executive Director, Big Brothers Big Sisters SW CO
